Bud Light Seltzer
Expanding the possibilities of hard seltzer through exciting limited edition packs.
In a yearslong relationship with Bud Light, we developed dozens of concepts and nearly 100 designs for special edition seltzer variety packs. These packs needed to stand out on shelf amidst the booming hard seltzer category while staying culturally relevant.
Bud Light Out Of Office: A Staycation Escape
Out of Office was the first major limited time variety pack of Bud Light Seltzer. Inspired by tropical cocktail flavors, we developed a concept based on getting out of the corporate grind, even if you can't get out of the office.
Bud Light Fall Flannel
Fall Flannel was Bud Light's first real foray into wild and crazy seltzer flavors. This pack created a viral buzz around just how bad they tasted. That said, customers everywhere were buying the packs to post their reviews. Thousands of videos and tens of thousands of views set the stage for Bud Light to continue to be a crazy flavor outlier amongst a safe and fruity competitive set.
Outcomes: Pushing Past The Expected
While Bud Light continued to build a reputation for wild flavors, I continued to work with teams to push even further. The toughest challenge was digging for more consumer insights that could inspire unique ideas. We scoured social media and conducted focus groups to determine where consumer tastes for seltzer were headed. We developed dozens of concepts and even came up with out own flavors and unique design concepts.
